Goals

/dashboard/<siteId>/goals Pro

A goal is a conversion you have named. Creating one unlocks conversion rate, per-source rates, time-to-convert and the goal filter, which re-reads every other screen as “…for people who converted”.

Plan

Goals, funnels and retention unlock together on Pro. Without them the screen shows an upgrade panel in place of the body — the topbar and the rail stay put. See Plans & limits.

Two kinds of goal

Kind	Matches
Event	Events of type custom, outbound or revenue whose name equals the goal’s event name, exactly
Path	Pageviews whose path matches the pattern

A goal is one or the other. If it has an event name it is an event goal; if not it is a path goal.

Path patterns

* is the only wildcard, and it may appear anywhere. Every other character is literal — % and _ are escaped back into themselves, so a URL containing them behaves as you would expect.

Pattern	Matches
/checkout/success	that path only
/docs/*	/docs/a, /docs/a/b, /docs/
/blog/*/comments	/blog/post/comments, /blog/a/b/comments
*/thanks	any path ending in /thanks

`*` crosses slashes here

Unlike the data-exclude and Excluded paths globs, a goal’s * is translated to SQL LIKE %, which matches / too. /docs/* therefore matches the whole subtree, not one segment.

Goal value

Optional. When set, a goal’s revenue is value × conversions rather than whatever the matched events carried. Use it to price a conversion that has no money attached — a demo request, a trial start.

The list

One card per goal, ranked by conversions. Each carries:

Figure	Meaning
Conversions	Matching events in range
Converters	Distinct visitors who converted
Rate	Converters ÷ the filtered visitor base, as a percentage
Revenue	The goal’s value × conversions, or the revenue the events carried
Δ	Each of the four against the previous period
Sparkline	Conversions per bucket, zero-filled

Sort by conversions, rate, value or name. Sorting is local state, and the Value option is hidden when nothing on the site has a value.

With no goals yet, the screen offers your top five events and top five pages as one-click starting points.

Goal detail

/dashboard/<siteId>/goals/<goalId>

• A time series of conversions, converters, visitors and rate per bucket.
• Acquisition — referrer, campaign, UTM source, entry page.
• Converting pages — the page the conversion fired on.
• Who converts — country, device, browser, OS.
• Timing — median and mean time from the start of the visit to its first conversion, so a goal fired three times does not read as three slow ones.
• Recent conversions — the last 25, with visitor, page, referrer, campaign, country, device and properties.

Every breakdown row reports converters, conversion events, the visitors who had that value at all, and the rate between them. That is the number worth reading: a source that sends few visitors but converts most of them shows up as the win it is, instead of being buried under a big, cold channel.

Up to 30 rows per dimension.

The goal filter

The See visitors who converted link opens Sessions with goal=<name>.

That parameter works everywhere. Set it on Overview and every tile, chart and breakdown is recomputed over the visitors who converted that goal inside the range:

/dashboard/<siteId>?range=30d&goal=Signup

It is matched by name, so renaming a goal breaks a bookmarked URL. See Filters & dimensions.

Creating one

• Goals → New goal, or
• From Events, select an event and press Create goal — which arrives here as ?new=event:<name> and prefills the dialog.

?new=path:/pricing does the same for a page goal and names it Reached /pricing.

URL parameters

Parameter	Values	Default
range	the nine range keys	30d
all 26 filter keys	see Filters	none
new	event:<name> or path:<pattern>	none

The detail page takes range and the filter keys only.

Related

• Funnels — several steps in order
• Custom events
• Plans & limits